To mark their twentieth anniversary as main sponsors of the Brit Awards, Mastercard wanted to do something really special. And also launch their new 'Start Something Priceless' global brand positioning in the UK.
So I said, everyone knows the hoary old truism that music speaks louder than words. But could it go further than that?
Could music say what words can’t?
So I conducted a social experiment with four sets of people who no longer talked.
All they had to do was sit and listen to a piece of music we had especially composed by David Arnold — Musical Director of London 2012 Olympics and an awarding-winning composer for film (James Bond, Skyfall) and television (Sherlock) — to take them on a journey to reconnection.
This was a TTL beast of a project, encompassing the main film, TV idents, OOH and digi OOH, press, branding at the O2 Arena on the night of the Brits, social and digital.
Agency: McCann London.
Global CCO: Joyce King Thomas.
Global ECD: Adrian Botan.
CD: Chad Warner.
Directed by Blake Claridge at Craft.